Web Design

Overview

An example of website redesign as part of a corporate rebranding strategy. The new site features a responsive and modern design aesthetic that represents a new brand identity.

Redesign Strategy

Benchmark site traffic

Analyze monthly website visits, bounce rates, time spent on site, top performing keywords, inbound links, number of indexed pages, pages with traffic, leads per month and traffic flow. These metrics help quantify success of the rebuild later down the road.
Take inventory of content that converts

Asses how the target audience engages with content. Keep what works and and scrap what doesn’t. Pay attention to inbound links and referral traffic, keyword rankings and conversion paths.
Select a theme / layout

Choose the best website theme that best represents the business and appeals to the target audience. Select a theme that is modern, responsive, and allows full customization.
Create a cohesive brand identity

Follow brand guidelines to ensure all new copy and design elements maintain a consistent style and tone of voice that communicates the brand’s core values and key differentiators. Create a style guide that gives detailed information on correct usage of typography, iconography, colors, artwork, and messaging.
Map out new pages and navigation

Build a site map to establish the relationship between pages and components of the website. Decide how visitors will navigate the site, where to add CTAs and what types of content offers will engage visitors at all stages of the sales funnel.
Build and optimize web pages

Develop new copy and graphics with the goal of maximizing conversions. Ensure all content is optimized across desktop and mobile devices. SEO elements include the use a defined focus keyword for each page, urls with meta-descriptions, heading tags, page titles, and image alt text.
Complete technical checklist

Work with IT department to perform technical aspects of site launch. This is a crucial step and consists of many elements including XML/HTML sitemaps, SEO, 301 redirects, browser compatibility, SSL, indexing and CRM integration.
Test drive, finalize and go live

Invite internal team members and stakeholders to visit the dev site and ask for honest feedback. Make final changes and launch. Ensure all new pages are indexed properly and show up on search results. Visit the site from multiple browsers and across both desktop and mobile. Announce the redesign to subscribers and customers.
Closely measure site performance

Create schedule to perform updates regularly and analyze site performance against original benchmark. A/B test low performing content with new elements to isolate any issues and improve user experience.

Project Deliverables

Home Page

1. Craft New Copy that Resonates with the Audience

Home page copy should immediately answer who a brand is, what they do, for whom they do it, and – why the audience should care. The why describes the benefits a product or service offers, the problems it solves, and what pain points are tackled.

While the old Home page copy told visitors who and what about the brand, it failed to explain why potential customers should hire them over other agencies. New copy focuses on the company’s value proposition, articulating the reasons why Wingman is the right agency to do business with.

Toggle the arrow button left and right to view the before and after

OLD DESIGN

NEW DESIGN

2. Expand Home Page Below the Fold with Critical Elements

The old Home page was missing several key elements necessary to attract traffic, educate visitors and invite conversions.

TESTIMONIALS

The new Home page uses social proof to build brand credibility and authority. This is accomplished by highlighting client testimonials and logos of well-known brands that the company works with.

EMBEDED CONTACT FORM

Placing a contact form directly on the page eliminates the need for users to click to the contact page.

EXPLAINER VIDEO

How do you simplify a complex concept while keeping your audience engaged? Offer them an entertaining yet insightful explainer video. A fun, one minute explainer video breaks down a complicated subject that delves into the company’s main point of difference. And it opens in a light box, improving user experience while preventing users from prematurely navigating away from the Home page.

MULTIPLE CALLS TO ACTION

Calls-to-Action (CTAs) are strategically placed throughout the page to drive conversions across all stages of the customer buying cycle. Multiple CTAs offer additional conversion opportunities for prospects who aren’t interested in your primary objective. Unlike landing pages, your Home page isn’t built for a single audience segment or topic.

Expanded Home Page Layout

About Page

1. Use About Page to Convince and Convert Leads

Oftentimes prospective customers will visit a company’s About page when they are seriously considering doing business. Because these visitors are trying to determine if they can trust a business, the About page should focus on building that trust. Many companies miss out on this opportunity. They fill the About page with details about the company that the audience probably doesn’t care about.

The new About page takes advantage of every available opportunity to establish rapport with visitors, first by using conversational tone that shows off the agency’s personality and gives the audience a better idea of what would be like to work with them. Stock images and busy icons have been replaced with real photos of employees interacting as they would on a typical day at the office.

2. Share Client Successes to Establish Credibility

The new About page displays logos of well-known companies that the agency has worked with and links to their success stories. The headline gives potential customers a reason to believe with a compelling and powerful headline: “We’ve worked with industry-leading companies to change the trajectory of their businesses.“

About Page Design

OLD DESIGN

NEW DESIGN

Our Difference Page

Solve Buyer Challenges with Tangible Solutions

What makes Wingman a different kind of media planning agency? Our Difference answers that question, but the old narrative fails to make a strong argument that Wingman’s unique approach and expertise provides the best solution to client challenges.

The agency’s media planning and buying processes are highly technical in nature. This makes it difficult to convince and convert leads using a basic problem-solution based narrative.

Customers often seek various forms of assurance that their problems can in fact be solved by services, because services are intangible. The perception of risk when considering an intangible purchase is a major obstacle for service-based businesses. This is especially true for companies whose services are difficult to understand. The solution? Productize Wingman’s unique approach to data-driven media buying.

Transforming the traditional services business model into a productized version makes ambiguous service offerings tangible and puts prospective buyers at ease. Productization allows businesses to hone in on their strengths and scale up and grow business.

PRODUCT MESSAGING STRATEGY

Identify problems customers face that the product solves for
Highlight product features to convince customers they need it
Keep the message consistent so it sticks with customers
Add a link to demo the product
Apply branding to the product

Our Difference Page Design

OLD DESIGN

NEW DESIGN

Lead Capture Tools

Use lead capture tools to drive more leads through the marketing funnel

EMBEDDED CONTACT FORM

By replacing buttons that link to the contact page with a form directly embedded onto key web pages, the agency has increased form submissions, reduced bounce rates and improved UX.

SUBSCRIPTION POPUP FORM

Subscription popups are shown based on user behaviors and specific pages visited. The new form requires users to provide very little details – this approach encourages more submissions.

CONTENT OFFERS

Calls-to-action in the form of content offers are strategically placed on webpages with related topics. The relevancy of the content increases the chances users will download the offers. Content is specifically selected with the buyer’s journey in mind. For example, some content focuses on educating prospects in the awareness and information gathering stages, while other offers like demos target leads in the decision making stages.

PRODUCT DEMO

Demoing enables potential clients to see how the agency’s product performs without having to risk buying first.

Results

User engagement and brand visibility KPIs were used to quantify the project’s success. One year after the launch, post-design performance metrics were compared with benchmarks from the start of the project.